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In order to help people reduce their sugar intake, we created “Sonic Sweetener”.
Based on the research by Dr. Charles Spence at University of Oxford, (and their support)
We created the sound track help focus your attention to sweet taste in food / drink, it makes you taste sweeter as a result.

Background:
Over consumption of sugar causes many health risks,
And it is becoming global issue. In recent years, many media such as New York Times, Wall Street Journal, BBC, Time magazine etc,,, are
Talking about this problem frequently. New facts has been revealed. US, UK and other countries started Sugar Tax (Soda tax).
In China, obesity is social problem. Over consumption of sugar is one of the reasons. Lack of awareness on this problem is contributing factor.
So, we wanted to propose unique, innovative idea to reduce consumption of sugar and enhance awareness.

Solution:
Based on research by Dr. Charles Spence at University of Oxford, and their support, we created original sound track, “Sonic Sweetener.”
Because we naturally associate a specific soundtrack with sweetness, listening to the soundtrack helps focus our attention on the sweeteness in the food / drink, and that is why it feels sweeter as a result. Thus, it could help people reduce their sugar intake.

*XINCAFE is café / creator’s space in Shanghai. They have always paid attention to the diet habit of younger generations in China, and also supports innovative technologies.

The project website is here.

____
STAFFLIST:
Advertising Agency: Name, City, Country BEIJING DENTSU ADVERTISING CO., LTD.
Executive Creative Director: Kazuki Tsuburaku
Creative Director: Takamori Kadoi
Art Director: Atsushi Fujimaki (IMGSRC)
Copywriter: Takamori Kadoi / Si Tan
Planner: Takamori Kadoi
Sound Production: LADER PRODUCTION
Sound Designer: Chester Beatty
Producer: Ryo Harada
Technical Advisor: Qian Wang (University of Oxford)
Product & Web: IMGSRC SHANGHAI
Product Designer: Yuki Zetsu, Kazuya Otsuka
Producer: Shinji Takahashi, Ryuta Ohara
Technologist: YAGUCHI ELECTRIC CORPORATION, DAI TAKAHASHI (IMGSRC)
Technical Advisor: Qian Wang (University of Oxford)
Film Producer / Director: Taiki Soma (DNA CHINA)
Cinematographer: SIE RUIMING
Gaffer: SUN YATAO
Executive Producer: Taiki Soma & Chow Xin Yi

The post Sonic Sweetener by Dentsu Beijing appeared first on DesiCreative.

The indictment of Samsung Electronics Co. de facto chief Jay Y. Lee and four other top executives on bribery and embezzlement charges threatens the company’s ability to make major strategic decisions, including acquisitions and management changes.

While the world’s biggest maker of mobile devices has capable managers who will, as before, continue to roll out new products and expand the business, any acquisitions, major management shuffles and changes to the corporate structure will probably have to wait until Mr. Lee’s legal issues subside.

The vice chairman is accused of directing tens of millions of dollars to entities controlled by a confidante of President Park Geun-hye, in return for government support of a 2015 merger that cemented his control of the group. The indictment is yet another blow to the Suwon, South Korea-based company as it tries to regain its footing following the Note 7 debacle last year and the prosecution of the chaebol’s heir.

Continue reading at AdAge.com

The publisher of Time, People and Sports Illustrated is asking suitors to submit offers by next week. The company rejected a buyout offer last year.

The company will publish forthcoming books by former President Barack Obama and Michelle Obama, concluding a heated auction among multiple publishers.

A Deutsch ad for Taco Bell’s Naked Chicken Chalupa was initially released in two versions, one of which has found the brand receiving some criticism for perceived racial insensitivity. A tipster claims that the agency re-edited the offending footage, but a network mistakenly ran the initial version at least once … and from there it spread across social media.

Deutsch deferred to the client when asked for further comment. We reached out to Taco Bell but have yet to receive a response.

The spot in question follows in the Reefer Madness-esque retro PSA parody style of other ads promoting the chain’s recent menu offerings. In the spot, the narrator throws a Taco Bell wrapper toward a nearby trashcan. But in the offending version he misses the trashcan entirely and instead hits a nearby baby stroller, pushed by a black woman. One Twitter user responded, “Let’s talk about this racist ass Taco Bell commercial.”

According to a party close to the matter, Deutsch planned all along for the wrapper to end up in the trashcan. But the actor couldn’t seem to get the wrapper to its intended target. According to this party, the agency decided the screw-up was funny and sent that version to air. After learning that some had responded negatively, they re-edited an earlier take, which found the wrapper falling closer to the intended target, and utilized effects to make it appear to go in the trash can (despite the lid apparently covering it).

One YouTube video entitled “Racist Taco Bell commercial,” for example, takes issue with the offending moment and has received over 3,000 views.

Accusations of racism in Taco Bell’s advertising are not completely new, though many past complaints focused on a perceived insensitivity toward Hispanic Americans.

Here’s the full, initial edit of the ad, posted by someone who apparently finds it funny.

And here’s a 15-second version, promoting the Naked Chicken Chalupa Box, containing the CG-edited scene. It appears to be the only version up on the The Council for Eating Fried Chicken the Same Way You Always Have channel.

From here it seems like a minor difference, but some viewers very clearly were not amused.